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Archive for the tag “#have a plan”

Google’s At It Again…

Photo courtesy of prdaily.com

Google is always evolving and as a result, we’re always learning so we can keep up. Well, now Google has created a new feature that may have PR professionals left in the darkness. According to Michael Sebastian’s article, “3 Ways to Prepare for the Changes to Google Search .” Google’s revamped “search results, and the changes will likely affect brands.” Now when users search for certain things, the direct answer will show up on the search results page. The new search method is aimed to keep more people on Google’s page rather than sending them to other pages.

So how can PR professionals and their brands survive the change? Follow the three tips from Nick Papagiannis, director of interactive/search at Cramer-Krasselt, below:

1)      Start monitoring search results more closely. Brands should keep a constant eye on where their brand shows up in the search  results. This is important to monitor because Google’s information may begin to crowd out the official websites of brands.

2)      Consider investing more money in paid searches. Paid searches are the results at the side or top of a Google results page. Papagiannis said companies may want to invest more in this component of their search engine optimization (SEO) efforts.

3)      Use the changes as an impetus to build a dedicated search team. The best way to monitor these changes is with a dedicated search team. If the new Google results kick out negative information about a client, or push websites further down the page, this team can respond quickly.

While no word has been said about when the changes will take place, at least now you have a starting point.

So what does this say about Google and their ‘neutral search engine’ title? Is it greedy for Google to want just a little more love?

Let me know!

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Where They Went Wrong…

I came across an interesting article on Clinkz.com that related back to Chapter 3 of Brian Solis’s book, “Engage.” The article highlighted the five biggest mistakes businesses make when using social media in marketing. I wasn’t surprised to find that every one of the mistake identified had been brought up in my social media class and Solis’s book.

The first thing that caught my attention was that the author brought up the major difference between traditional marketing and social media marketing that companies seem to forget.

“It involves speaking with people instead of at people.”

This is the biggest issue with some companies who try social media; they don’t understand the ‘social’ aspect. All they see is another easy way to bombard a large audience with more of their ads and specials. Solis mentions in his book that social media backfires on so many companies because they don’t take the time to recognize the difference between mail advertisements and Twitter. Until companies realize understand that difference they won’t see the true benefits of a powerful tool like social media.

Photo courtesy of jonhoward.typepad.com

While some companies are having difficulties understanding social media, there are plenty of companies who have done the research and are doing well. Let’s take a look at the top mistakes of companies who don’t do their homework and what the article suggests to fix it:

5. Talking at People and Broadcasting Versus Engaging – Don’t just follow the conversations, initiate them.

4. The “If You Build It They Will Come” Mentality – Just because you join, doesn’t mean they’ll come running. “Create a plan to attract and retain them.”

3. Obsessing Over How Many Fans/Friends/Followers You Have – I think this is very common with companies and people in general. A PageLever study showed that only 3 percent to 7.5 percent of Facebook fans actually see your posts. Rather than focusing on how many likes your page has, focus on quality relevant content and moving the engagement up.”

2. Not Being Prepared for Questions or Issues – Most companies wait to be surprised by consumers who actually ask them question or have complaints regarding their products. Don’t be that business. “Make a list of the top 10 questions you’re asked on the phone. Also make a list of the top 10 PR crises that you have had in the past five years. Be prepared to handle these on social networks.”

1. Not Having a Clear Plan – Once again, just having a Facebook page as another place to post ads and things is not going to bring much success. Know who your audience is and target their wants and needs.

Of course there are more mistakes being made, but I think the mistakes discussed in this article are a great starting point.

Cherese

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